Influencers and Their Audiences: Why, How and When Are Relationships Cultivated and How Does This Affect Consumption of Beauty and Fashion Products?
Year: 2017
Type: dissertation
Abstract: This thesis studies relationships between fashion, beauty and lifestyle vloggers or bloggers and their followers. I clarify what types of relationships exist between these types of influencers and followers, why people follow vlogs and blogs, the way these relationships are cultivated by the influencers, and how they affect purchasing behavior. The study is conducted through analysis of popular YouTube videos as well as in depth interviews with followers. The findings show that individuals often form what is called a best friendship by Banister and Cocker (2014) with influencers. The influencers cultivate these relationships by appearing ordinary while still showcasing expertise at the same time. The study also finds that individuals choose their favorites according to three criteria: similarity, authenticity and expertise. Furthermore, the study finds that individuals follow blogs and vlogs for three reasons: information, inspiration and entertainment and that while vlogs and blogs function as hooks for purchasing products within fashion and beauty, consumers prefer to have more sources of information when making a purchase decision.
Author: Natalia Kaszonyi
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W2770309624